Some experts from the region shared their thoughts with The Drum as part of our Blackwell's Britain series.
Paul Appleby, director, VID Communications, chair of Bristol Media and LEP creative sector group
Growth will come through innovation and collaboration – everything we do is digital, everything is designed, and it’s all for people – and here there’s a deep understanding of all three elements. There’s a commitment to creative technology that draws together cultural players such as Watershed, tech companies like Toshiba and IBM, and the creative content and service providers. It’s built on a firm foundation, and allows us to respond to opportunities such as mobile, IP games, and social media analytics. The next challenge is to get our products and services right for all humans, whatever the culture or market.
Saman Mansourpour, managing director, The Agency
Growth will undoubtedly be tech based, this has already been evidenced, and the region's demand for technology far exceeds the skilled workforce we have to service it, at The Agency we’re experiencing this first hand. This is already on the central government and South West CBI agenda. What is interesting is the marriage between traditional marketing agency services and their influence on the digital consumer.Our industry has grown up a lot in this last recession, and one thing that we've found is that creativity and intuitive communications are usually the key differences that result in a successful digital engagement. So it is highly likely that growth will come from creative businesses that have put technology at the heart of what they do day-to-day.
Janet Hull, director of marketing, IPA
The creative industries work best where there is a strong ecosystem so that each sector feeds the other and creates a supply chain for innovation and growth. The UK is unique in being strong across the spectrum of digital and creative businesses and Bristol should be no different.
Jill Fear, partnership manager, advertising and marketing communications, Creative Skillset
Animation is predicted to double in the UK over the coming year and Bristol’s existing strength sees it perfectly positioned to take advantage of this trend. The recent availability of tax credits is further fueling the growth of both games and animation in the region. In Bath, the work of the city’s largest publishing company, Future Plc has spawned other publishing enterprises and attracted more of them into the area.With Bath Spa University continuing to provide good courses that support the industry, this trend will continue, as Bath sees more multi-platform development and expands as a creative hub.
